13 ​Celebrities That Launched Beauty Brands in 2021

This year saw an influx of new entries into the celebrity beauty business, with Jennifer Aniston, Halsey, Jennifer Lopez, Scarlett Johansson, and many others making their first solo attempts in the field.

While last year’s celebrity beauty releases primarily focused on skincare, this year has seen several stars explore in practically every category, including classic makeup, skin, and hair, as well as wellness and baby.

Ellen DeGeneres recently announced on her talk program on Tuesday that she will be launching her Kind Science skincare line later this month. Aniston, who created one of the most popular hairstyles of the 1990s, used her celebrity to launch her own hair care line, LolaVie, last month.

Jennifer Lopez

Photo Source flickr

JLo Beauty, Jennifer Lopez’s highly anticipated skincare collection, debuted on January 1 with eight items including a cleanser, moisturizer, face mask, eye cream, serum, and dietary supplement. The products are designed to help Lopez attain her characteristic glow by using substances such as squalene, fermented oil, extra virgin oil, and leaf extract. Sephora carries the brand.

“It’s fantastic for the skin, but nobody wants to smell like a salad.” So it was like, “How do we take the olive and turn it into something unique to us?” Lopez stated.


Photo: Axelle/Bauer-Griffin/WireImage

In January, Halsey launched her makeup line, About-Face, kicking off the year of celebrity beauty products. The artist collaborated with Hard Candy and Smith & Cult founders Jeanne Chavez and Dineh Mohajer to establish the brand with three color palettes that included glitter and metallic alternatives.

The artist is well-known for her ever-changing beauty style. Halsey, a self-described beauty enthusiast, has worn glittering and graphic makeup looks as well as a variety of colorful haircuts over the years.

Since then, the firm has grown into all makeup categories and entered into a year-long relationship with beauty subscription service Ipsy, which has included About-Face goods in its Glam Bag X program.

Kate Upton

Photo Source menshealth.com

In January, model Kate Upton collaborated with HatchBeauty Brands to create her new wellness brand, Found Active. Two dietary supplement powders, two gummy supplements, and skincare items such as face and body spray, exfoliating pads, and face serums were introduced by the brand. Found Active also has a clay-based liquid eyeliner available.

“All of these things help you live a better, more satisfying life, or they assist you in doing so,” Upton added. “Everyone is so busy these days, and having that extra energy boost and obviously immune support is so crucial right now, being able to recuperate from a hard day with your children, working exercise, or stressful job and having that restful sleep.”

Priyanka Chopra Jonas

Priyanka Chopra drops a hint about her role in The Matrix: Resurrections (Photo: Priyanka Chopra Jonas/Instagram)

Priyanka Chopra Jonas debuted a hair care line in February. The actress introduced her hair care line, Anomaly, exclusively at Target, and collaborated on the project with beauty brand developer and incubator Maesa.

Each product is contained in recyclable bottles, with the shampoo and conditioner bottles including 100 percent PCR content and the hair mask containing 70 percent. The range is also intended to be reasonably priced, with all products priced at $5.99.

“We’re going to always push innovation to get to a situation where we’re incredibly sustainable while still having a quality product at a very low cost,” Chopra added. “We spent less on the bottle but significantly more on the product.” And it is better for the environment than most. It’s a start in the right direction, and it’s within your means. “I believe it’s a trifecta of them – that was the gap for me.”

Olivia Palermo

Photo Source dankanator.com/

In May, influencer and designer Olivia Palermo launched her own beauty line, Olivia Palermo Beauty, in collaboration with the Paris-based Marie Claire Beauty Group. The skincare and beauty line debuted four products direct-to-consumer, including an illuminating serum, a matte lipstick, a mattifying mist, and an eye shadow pallet.

“I wanted to create a beauty brand that followed my own fashion aesthetic — something that matches my mood while still providing a timeless appearance that everyone can rely on in a pinch,” Palermo said in a statement. “It’s a line that reflects my beauty routine, with an emphasis on upgrading the essentials.” My approach is to seek out innovative solutions that benefit not only me, but also the numerous, diverse women (and men) who comprise our global community. At all ages, we all have varied skin types. Let us make heritage items for everyone.”

Vanessa Hudgens and Madison Beer

Photo Source dankanator.com/

Vanessa Hudgens and Madison Beer collaborated in June to establish Know Beauty, a DNA-based skincare line. The women collaborated with dermatologists and chief medical officer Dr. Karen Kagha to launch the company, which offers an at-home DNA kit that provides customers with a recommended beauty product regimen based on their results.

“We wanted to combine forces and develop something that made it easier for ladies like us, or males, or anybody, to get the answers they’ve been seeking for, and how to actually take care of their particular skin, since everyone’s complexion is different,” Hudgens explained. “When your skin looks good, you feel good.” It’s something we want everyone to be able to experience.”

Cleansers, moisturizers, night creams, serums, masks, eye creams, and lip masks are among the brand’s offerings.

Scarlett Johansson

Vianney Le Caer/Invision/AP

Scarlett Johansson, the Oscar-nominated actress, announced in June that she is working on a beauty line that would launch early next year. The Najafi Companies, the same minority investor in Beach House Group, is funding the brand.

“Since I was a child, I’ve been fascinated by the transformational power of beauty.” My mother instilled in me a love of self-care when I was a teenager. Several years ago, I took a step back from my beauty business in order to create something truly unique to myself. The end result is a simple, approachable approach to beauty.” Scarlett spoke out.

Gabrielle Union and Dwyane Wade

Gabrielle Union, Dwyane Wade, and their daughter Kaavia James Union Wade at the Kids’ Choice Sports Awards in 2019. RICHARD SHOTWELL/INVISION/AP

This June, Gabrielle Union and her husband, former NBA player Dwyane Wade, collaborated to establish Proudly, a baby care line. Union is already the owner of her own hair care line, Flawless by Gabrielle Union.

Proudly provides newborn skincare and diaper products designed exclusively for babies with darker skin tones. The line is set to launch direct-to-consumer this year, followed by a more widespread launch in the mass market the following year.

“As we continue to collaborate on new projects,” the couple added, “our goal is to always concentrate our work on embodying the change we want to see while advocating diversity, equity, and inclusion.” “With Proudly, we’re happy to have a product line that caters to the special skincare needs of children of color, which are typically disregarded in the mainstream market.”

Iggy Azalea

Photo by: Dennis Van Tine/STAR MAX/IP

Rapper Iggy Azalea chose the early 1990s for her beauty enterprise, collaborating with BH Makeup to produce the Totally Plastic cosmetics line.

The brand is inspired by popular beauty trends of the period, including goods such as high-shine lip gloss, pastel eye shadow colors, highlighters, and a glittering lavender travel bag.

“With this capsule collection, I truly wanted to revisit my teenage nostalgia,” Azalea explained. “If I was going to put on a baby pink eyeshadow in the early 2000s, I would have sat there all day, and it would never have been as brilliant as it is now.” We’ve come a long way with that.”

Naomi Osaka

Photo Source skysports.com/tennis/news

In September, tennis star Naomi Osaka debuted her beauty care line, Kinl, to cater to women with darker complexion tones. The range includes sunscreen, after-sun recovery mist, eye cream, and lip balm. Osaka’s dual Japanese and Haitian ancestors inspired the brand’s name.

“I’m overjoyed to be able to share Kinl with you! “I developed Kinl to solve a public health need in our POC communities around skin cancer prevention,” Osaka said in a statement on the brand’s Instagram feed. “Tennis can be difficult at times, but it has provided me with this platform for which I am eternally grateful.” It enables me to assist people in ways I could never have imagined.”

Kylie Jenner

Kylie Jenner at the Vanity Fair Oscar party in 2020. EVAN AGOSTINI/INVISION/AP

Kylie Jenner’s cosmetics business grew in September with the debut of her Kylie Baby collection. The collection debuted with four clean, vegan, and hypoallergenic products: a soft shampoo, conditioner, bubble bath soap, and moisturizing lotion.

Jenner already has the lucrative Kylie Cosmetics, Kylie Skin, and Kylie Swim businesses. She and her boyfriend Travis Scott are expecting their second child.

Jennifer Aniston

Jennifer Aniston at the fourth annual InStyle Awards in 2018. JORDAN STRAUSS/INVISION/AP

Jennifer Aniston is one of several celebrities who have had a large influence in the beauty world, having started the “Rachel” haircut trend in the late 1990s, which she wore throughout the first few seasons of the TV program “Friends.”

Aniston used her well-known haircut to launch her LolaVie hair care company in September, leveraging her well-known hairstyle. The brand began with a single product, a Glossing Detangler formulated with ingredients including chia, bamboo, lemon extract, and a superfruit complex to protect, gloss, and detangle hair.

Ariana Grande

Ariana Grande at the 62nd annual Grammy Awards in 2020. JORDAN STRAUSS/INVISION/AP

Ariana Grande revealed in September, after teasing the brand on social media, that she is launching her own beauty line, R.E.M. beauty. The brand is being developed in collaboration with Forma Brands, the beauty incubator behind Morphe, Morphe 2, Bad Habit, and other successful brands. Although no release date has been announced, the brand will begin with eye goods such as eyeliner, eye shadow, and mascara.

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